Product category:
Mobile internet
News Release from: New Visions | Subject: Artist loyalty mobile internet site
Edited by the Marketingservicestalk Editorial
Team on 12 June 2007
New Visions picks up Mobile
Entertainment Award
New Visions and Parlophone have picked up an award for the Lily Allen Mobile Club, commended by the judges for 'pushing the boundaries of mobile music outside the network portals sites'.
New Visions and Parlophone won 'The Artist Campaign Award' at the 2007 Mobile Entertainment Awards (Meffys) The judges commended the entry for 'pushing the boundaries of mobile music outside the network portals sites'
This article was originally published on Marketingservicestalk on 17 Oct 2007 at 8.00am (UK)
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The site is the UK's first ever artist loyalty mobile internet site.
Fans are incentivised to visit the site and register to collect Lily 'diamonds'.
Any interaction with the site - registering, downloading free content, viewing content, entering a quiz or competition, purchasing content, reading content and so on - rewards the user with Lily diamonds, which can be exchanged for different prizes and enter them into further competitions.
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The ultimate fan with the most diamonds won a exclusive Lily competition prize.
Fans are also encouraged to forward on an exclusive message from Lily to their friends, with the user who forwards to the most friends also winning a prize, spreading the word about Lily.
The New Visions team work closely with Parlophone and Lily's management to obtain content to keep the site fresh and up to date.
Automatically updated news feeds are brought in, announcement of tour dates, Lily's biography, discography, cocktail recipes, competitions and much more.
Lily also updates a photo blog when she is on tour to keep the fans completely up to date.
Free wallpapers are available to download, together with ringtones and full track downloads that can then be downloaded from the PC.
This is a true showcase of integrated marketing with the mobile site being promoted on the TV adverts, print ads, posters, CD artwork and third party sites such as AOL and Metro.
Mobile eyeballs were also bought to maximise the traffic into the site, Parlophone being one of the first ever labels to buy mobile eyeballs from the Admob network of entertainment and content sites.
This year the Meffys attracted a record number of entries - 50% increase on last year, with applications from 20 countries across four continents.
Dan Duncombe, Head of Digital, Parlophone, commented: "We are always looking for new ways to engage with the consumer and strengthen our CRM.
"With the Lily campaign we have created a compelling, interactive and fun consumer experience that adds to our traditional marketing and maintains a loyal fan for future marketing.
"To have the campaign recognised at the Meffys is an honour and encourages us to continue to commit to mobile marketing".
Miguel Tatay, Head of Music partnerships at New Visions, said: "This is a major coup for New Visions to win such a high commendation from the industry - we were delighted to have been chosen to work on this exciting project for Lily Allen in the first instance but to be recognised as one of the world's leading mobile music providers is truly an honour.
"Going forward with the networks opening up and reducing their data charges there are real opportunities now for clients to launch their own direct to consumer sites".
The multi-channel digital campaign also picked up the Best Pop Artist award at the Digital Music Awards in 2006 and earlier this year won the Music Week Award for Best Combined Marketing Campaign for an Artist.
New Visions is a mobile agency working with clients such as EMI, Harper Collins, ActiVision, VNU, Warner Bros, Sony Pictures and Strongbow.
It provides creative, retail, media and marketing solutions to brands and service providers who want to reach out to consumers via their mobiles.
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